At present, the lack of a domestic high-end furniture market in China and the consumption mentality of the new wealthy class who flaunt their wealth by worshiping foreign cultures have been exposed. However, with the rapid rise of the Chinese economy, consumer brand awareness is also rapidly awakening. Where will China's top furniture go with its huge development scale, mixed market of good and bad, chaotic transition from export to domestic sales, and flashy collections?

The 'Chinese Power' in the High end Market

Faced with the rising power of high-end consumption in China, there are currently over 340 globally renowned brands entering China, accounting for more than 85% of the total number of high-end brands worldwide, and involving various industries and fields.

The essence of high-end is a high-end consumption behavior, but from a social perspective, it is an improvement in personal taste and quality of life. With the rejuvenation of China's affluent population and the shift in consumer awareness, more and more high-end customers are no longer limited to jewelry, watches, etc., but pay more attention to quality of life and are willing to invest more energy and funds in home decoration. High end furniture has become a high-end lifestyle that more and more Chinese wealthy people aspire to pursue.

According to the latest survey data from Euromonitor, a well-known European information consulting company, high-end furniture in China has been growing rapidly at an annual rate of around 20% since 2009; In 2010, high-end furniture achieved sales of over 4 billion yuan in China, and it is expected that the sales of high-end furniture in China will exceed 10 billion yuan by 2015.

In recent years, several companies such as China Guardian have launched a series of classical furniture auctions, with a turnover of over 100 million yuan. Hardwood furniture such as rosewood, rosewood, and rosewood remains popular, with large tables, round tables, small tables, and square stools all being sold out. Nowadays, furniture made of rosewood and rosewood materials have become sky high prices, only available at auctions. The most inferior material in traditional Ming and Qing furniture, sour wood, has naturally become the best material seen in the modern Chinese furniture market. A set of red sour wood furniture can cost hundreds of thousands or even millions of yuan, but there are still many buyers, indicating the popularity of high-end furniture in the Chinese market.

Although high-end furniture cannot be flaunted everywhere like luxury cars and watches, it still cannot escape the suspicion of face saving consumption and conspicuous consumption. However, unlike the nouveau riche style "external luxury" of the past, consumers of high-end furniture have attached great importance to cultural connotations and pursue a high-end home life, a seemingly low-key luxury that still lies in inner satisfaction and the hope of being recognized by others.

Therefore, in the eyes of most Chinese consumers, the unique attributes of high-end are still related to the issue of "face". It is just a functional decoration that showcases one's wealth and taste, displays and improves social status, and does not care about the internal brand culture of high-end.

A wealthy individual with a net worth of over 100 million yuan owns a pair of replica Ming style grand chairs. Although the price is high, he still feels that the chairs are worth it because they are a symbol of Ming style furniture, which represents the pinnacle of Chinese furniture art. Just let more people know that it is high-end, but it must be recognized as high-end in the circle "has become a representative high-end consumer psychology.